Argos: Name our baby
Brand owner: Home Retail Group
Agency: CHI & Partners; The Social Practice; Mindshare
Country: The United Kingdom
The campaign aimed to take advantage of a national conversation, the birth of the royal baby, to showcase Argos's nursery range whilst also communicating Argos's point of difference versus its competitors, that if you need something straight away, you can order online and pick it up immediately.
The primary goal for the campaign was ultimately to see an increase in sales for the nursery category and to gain an unequal level of share against competitors. As well as challenging people's negative perceptions of the Argos nursery range by showcasing our top-quality brands available. This was to be achieved by creating a campaign that integrated both TV and social channels, driving engagement with Argos and their alien family across multiple touchpoints.